BODY ENSOUL

Project: Client Project

Type: Visual Identity

Role: Designer

Year: 2024

Creative Suite:

The founder of Body enSoul, wanted to create a visual identity that embodied her holistic and empowering approach to fitness, combining strength training with yoga. However, in her small town near the NSW and Victoria border, where everyone knew her as the head group facilitator at the local gym, she felt limited by this identity.

She wanted to break free and establish her own brand that truly reflected her passion and unique philosophy. To stand out in a competitive market and attract new clients to her distinct sessions, she required an identity that included a logo, colours, typography and more to capture the essence of Body enSoul—strength, balance, and a holistic approach to personal training.

BALANCE OF HEALTH

  • The process began with a client call, during which we discussed a range of questions about her personal training business, her goals, and her values. This conversation was crucial in helping me understand what further research would be needed to build her brand. Founder of Body enSoul emphasized her desire to be different, the importance of her values, and her insistence on incorporating purple into her brand. With this direction, I began researching industry trends, customer behaviours, and how fitness brands connect with consumers, allowing me to refine the messaging and colour choices.

    The preference for purple prompted additional research to ensure that this colour aligned with her core values and the spirit of her business. Armed with insights and some resources provided, I sketched out a series of logo concepts that reflected her brand’s balance of strength and spirituality. She also wanted the Ulmone symbol, representing "journey," to be integrated into the design, which I conveyed through the use of lines and dots to symbolize movement and progress.

    From the various logo designs, the founder selected one that resonated with her, which I further refined into the final primary mark. This process led to the creation of a visual identity "family," where colours and typography were chosen to represent the empowering nature of her brand. Since Body enSoul was starting as a small independent business, it was important to keep the brand elements accessible and flexible. The typeface "Saira" was selected for its modern, clean lines, perfectly fitting the brand’s approachable yet strong personality.

    Once the logo and colour palette were finalised, I crafted the brand guidelines along with additional collateral, including business cards and flyers for her promotional efforts. Along the way, unused sketches inspired the creation of custom icons and patterns, adding variety and consistency to her brand’s visual touchpoints.

    To help launch Body enSoul and transition away from her current gym, I also created a launch video. This video not only introduced her brand but also marked the beginning of her exciting new journey as a personal trainer building something entirely her own.

Engaging social media story concept featuring a mobile device displaying gym merchandise. Set in a gym environment with workout equipment in the background, the story highlights apparel, accessories, or gear in action. Perfect for promoting products
A powerful image of a man lifting weights in a gym, wearing a branded merchandise t-shirt. The focus is on strength and fitness, with the t-shirt clearly showcasing the brand logo and design. This shot captures both the energy of the workout and the
A detailed section of a brand style guide booklet focused on the color palette. This includes primary and secondary colors, color codes (RGB, HEX, CMYK), and examples of how to use them across different brand materials. Designed to ensure consistent
Brand pattern on leggings in a gym setting.
Sleek and minimalist design showcasing a custom brand pattern applied to a black yoga mat. The pattern seamlessly blends with the mat’s surface, emphasizing the brand's focus on holistic health, strength, and mindfulness. Ideal for branding fitness m
A dynamic photograph capturing a person stretching at the gym, focusing on flexibility and wellness. The shot highlights proper form and mindfulness, perfect for showcasing personal training services, fitness routines, or holistic health practices in
A cohesive brand stationery set showcasing the full range of brand identity elements. Includes a DL flyer, business card, envelope, and page header, all designed with consistent logo, typography, colour palette, and visual elements. Perfect for displ
A visually striking image of a black yoga mat laid out on a gym floor, featuring a custom brand pattern. Natural light streams in through the window, illuminating the mat and creating a serene, authentic atmosphere. This scene highlights the seamless
Comprehensive research into personal training brands to inform identity development. Highlights competitive visual identity trends, intriguing facts, and key industry statistics to enhance brand strategy.
Preliminary sketches exploring creative concepts for a brand identity that embodies personal training and holistic health. Includes ideas for logos, typography, color palettes, and visual elements that balance strength, wellness, and mindfulness.
Preliminary sketches exploring creative concepts for a brand identity that embodies personal training and holistic health. Includes ideas for logos, typography, color palettes, and visual elements that balance strength, wellness, and mindfulness

“I do really love the play on unilome and figure against the text. It highlights the journey I take individuals on to find their own balance of health that sustains them in the long run. ”
- Donna

A dynamic photograph capturing a person stretching at the gym, focusing on flexibility and wellness.
A cohesive brand stationery set showcasing the full range of brand identity elements. Includes a DL flyer, business card, envelope, and page header, all designed with consistent logo, typography, color palette, and visual elements.
Dynamic shot capturing a man in action at the gym. Highlights strength and determination with proper lighting, sharp focus, and a clean background.

Empowering   Calm   Holistic   Strong

A concise and practical brand style guide tailored for personal trainers. Covers the essentials: logo design, color palette, patterns, and typography.

“Chloe was incredibly dedicated, thorough, and an absolute perfectionist. Her hard work and talent has turned my vague idea into something I am very proud of and motivated to use. Thank you Chloe for providing the boost and inspiration my business needed.”
- Donna

A detailed section of a brand style guide booklet focused on the color palette. This includes primary and secondary colors, color codes (RGB, HEX, CMYK), and examples of how to use them across different brand materials.
A powerful image of a man lifting weights in a gym, wearing a branded merchandise t-shirt. The focus is on strength and fitness, with the t-shirt clearly showcasing the brand logo and design.
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